Drink to that: Key suppliers detail “adventurous” and sophisticated beverage trends

06 Apr 2020 --- Beverages that appeal to many of today’s consumers tick the boxes for adventure and sophistication. Adventurous consumers often seek experiences through taste, as well as those that support overall well-being. Meanwhile in beverages, botanicals and beauty categories are converging and holistic health is coming to the fore. In terms of sophistication, interest in Japanese culture has piqued, as well as citrus notes and flavor combinations. Key suppliers offer their thoughts on beverage trends to look out for in 2020 and beyond.

According to Thomas Schmidt, Marketing Director at Beneo, the individual makes the choice on what to consume, influenced by their taste preferences, life experiences and the appearance of the chosen product’s packaging. “Nutrition and health-related messages are helping consumers decide what they will and will not consume. However, sometimes health-related messages are oversimplified, and scientific correctness is sacrificed for the ‘easy message.’ This has happened with the public health messages surrounding the avoidance of sugars, for example,” he explains. 

Nevertheless, consumers are adopting a long-term holistic approach to health and are increasingly looking to beverages to meet that need. “This is an opportunity to develop drinks that promote focus, benefit the microbiome and positive nutrition. Holistic health has opened the door to some exciting NPD,” he comments. 

Consumers are increasingly captivated by the stories behind their food and beverage products. “Storytelling: Winning with Words” is Innova Market Insights’ Top Ten Trend 2020. The market researcher underscores a growing consumer affinity for products backed by a compelling narrative.

For Charlotte Kern, Senior Marketing Manager at Symrise (EAME), storytelling means there’s a human touch central to the product experience. “It makes consumers feel particular care has been placed into the production of the product, that every element and detail is thoughtfully produced. This level of care leads consumers to cherish products with storytelling elements more dearly,” she says. 

As beauty, health and wellness increasingly converge, the ingestible beauty category has moved from niche to mainstream. Heralded as ”plant-based alchemy,” new beauty supplements represent a natural and, therefore, healthier alternative to vitamin supplements. Kern expects to see “more beauty powders and potions as consumers look for supplements that can be added to a beverage of their choice.”

“For a more convenient option, tapping into the ancient knowledge of botanicals to create modern ready-to drink (RTD) beauty elixirs. Due to increasingly fast-paced lives, consumers search for new solutions to fuel their body and mind with nutritious, healthy energy,” she continues. “As stress levels rise and sleep deprivation and energy and concentration depletion become constant concerns, beverages turn into contemporary supplements that regulate our brain and body functions on a micronutrient level to enhance energy and cognitive performance. Drinks often replace meals, so people look for nutrient-dense beverages that are high in quality protein, fiber and good fats, which satiate, give long-lasting energy and help to stay focused,” explains Kern. 

New enhanced energy formulations tout a smooth buzz without unpleasant jitters or crashes. Some examples are tea-style green coffee, energy tea with superfoods, nutrient coffee, maca as a coffee substitute (macacchino), vegetable juice and bone broth, cold brew coffee with cannabis and amino acid water. “Getting more support from beverages to maintain energy levels throughout the day with no negative impact on sleep gives rise to new food entrepreneurs who take inspiration from high-performance athletes. Some beverages may even be positioned to increase sleep quality and replenish,” she adds. 

Meanwhile, interest in Japanese culture and flavors in 2020 is tipped for success. Vicky Berry Business Development Manager at Synergy Flavours predicts cherry blossom and yuzu to be key trending profiles in beverages. “We see the continued sophistication of citrus with consumers wanting more than just orange and lemon. We anticipate a rise in alternative citrus profiles, such as bergamot, grapefruit and calamansi,” she continues.  

With the younger generation fueling the boom of premium spirits, 2020 will see a continued growth of dark rums, notes Berry. “Millennials are drinking less but ‘better.’ As dark rums are regarded as a sophisticated option, we also anticipate a growth in sipping rums.” In line with growth in dark rums, more tonic and mixer brands are likely to turn their focus to options that pair perfectly. 

“We expect to see more premium cola variants with warming spice notes and mixers focusing on warm brown notes – honey, brown sugar and even coffee. Juxtaposing the need for sophistication, we also observe growing interest in fun nostalgic confectionery flavors from parma violet through to lemon sherbets and strawberry licorice.” With consumers looking for a sense of fun in beverages, Synergy anticipates a “rise in fantasy flavors and bolder colors.”

The gin market capitalized on this in 2019 with pink gin and more unusual launches such as “unicorn” gin and color-changing gin” Berry states. 

Meanwhile, the importance of drinking for well-being is highlighted by Neus Bonavida Ferré, Marketing Manager at FrieslandCampina Ingredients. RTD is one of the fastest-growing categories globally driven by health and convenience, and, therefore a very attractive format to boost daily nutrition, she notes. “Consumers recognize that all elements of health are interlinked and not to be treated in isolation. Key global areas of concern stand out: healthier for longer, digestive health and mental well-being. We have to recognize the clear growth in specific active and passive claims related to brain health, gut health, protein enrichment, reduced sugar, probiotic and prebiotic addition,” explains Ferré. 

At the same time, active consumers like to see shots, RTD and on-the-go formats positioned around supporting a healthy lifestyle. “In 2020 we see ingredient innovation that connects to consumers’ recognition of well-being being crucial to the quality of life,” she further details. “This includes targeted natural solutions for key consumer complaints such as sleep and digestive health. This is not just a market for nutraceuticals, but for F&B companies to step in with new formats, contributing to driving the total category growth.”

In this spirit, more innovation is needed to further capitalize on protein enrichment innovation for mainstream and active consumers, Ferré highlights. “The choice of protein here will allow for the formulation of nutrient-dense products, which must provide the best consumer experience and differentiate on taste and texture as key selling points,” she concludes. 

You can read more on this topic in The World of Food Ingredients.

Edited by Elizabeth Green